The Role of Marketing in Business - Easy Jet Case Study

THE ROLE OF
MARKETING IN
BUSINESS

TABLE OF CONTENT
INTRODUCTION...........................................................................................................................3
MAIN BODY...................................................................................................................................3
SWOT analysis-...........................................................................................................................3
Statement of objective for marketing-.........................................................................................4
Strategy to approach the market-.................................................................................................5
Plan implementation-...................................................................................................................6
Method of market research-.........................................................................................................7
Key performance indicators-........................................................................................................8
CONCLUSION................................................................................................................................9
REFERENCES..............................................................................................................................10

INTRODUCTION
Marketing is a term used to refer to all the activities that a business enterprise undertakes
in order to promote the sales of the products or services offered by it. The role of marketing is
very crucial for an organization. Through effective marketing a business entity aims to boost its
sales by creating revenue options and building the reputation in the market (Chernev, 2020)
Easy Jet is a British origin MNC dealing in the low cost airline business having its
headquarters in London. This report will develop a marketing plan for the Easy Jet services. In
the report the organization will be analysed using the SWOT analysis framework. A strategy will
be proposed in the report using marketing mix. Lastly in this report steps to implement the plan
and the indicators for measuring the effectiveness of the plan will be highlighted.
MAIN BODY
SWOT analysis-
SWOT analysis is the framework used for analysing the internal strengths and
weaknesses of the organization along with its external opportunities and threats.
Strengths:
 Pricing: The main strength of the Easy Jet is its pricing structure. The average fares of
the company are about fifty percent lower than the average cost of tickets by its
competitive airlines. Company’s revenue management system is dynamic and adjusts the
fare price in accordance to the demand levels. This ensures maximum revenue being
earned by the company (SWOT Analysis of Easy Jet – Easy Jet SWOT Analysis, 2022).
 Financial Performance: Over the years the financial performance of the company has
improved. The company holds a strong balance sheet.
Weaknesses:
 Seasonality of earnings: The earnings of the company are highly seasonal. The profit
depends largely on the period ranging between April to Sept. During the months of
winter company experience loses.
 Competition: The company faces huge competition from its competitor Ryanair. Due to
lack of innovations, it becomes highly difficult for the company to differentiate itself in
the market.